• Identify a spokesperson from your group who is knowledgeable on the topic, articulate, available and comfortable with the media. Be prepared to give her or his phone number to media.

News Releases

• Use a news release to announce coming events. News releases will often run if they get to the right person in time. Learn everyone’s deadline and to whom to address the release. Find out who covers the religion beat or who would be most likely to cover a story on the topic you’re addressing. Call the paper or station and ask if you don’t know.

• The best time to call reporters or editors is between 9 and 10 a.m. for newspapers. For TV news directors, send a short release about an event at least a week ahead of time. The day of the event, call again – as early as possible – usually between 8-9 a.m. – and remind them of your event or conference. Give the reporter or news director a quick run-down of the news item or event. If the individual seems interested, follow-up with background information and offer them contacts (experts).

• Always respond promptly when reporters request information.

News Conferences and Interviews

• If there is anything you can do to make the site visually interesting, it will help draw TV coverage. Avoid the four-people-sitting-at-a-table-with-no-attractive-décor set-up. Pick a visual site that ties in with the conference or story (such as a Head Start facility, schoolyard, or hospital exterior). TV is usually only available to cover between 10 a.m. and 3 p.m. so schedule accordingly.

• Be sure to have background materials available to give reporters upon
  their arrival.

• Give the individual being interviewed or presenting the information some idea of what might be asked. Rehearse. Rehearse.

• Make sure the spokesperson or individual speaking at the news conference mentions that she or he is a member of Pax Christi USA and that Pax Christi USA is the national Catholic peace movement.

• Dress conservatively – avoid bright colors and large patterns.

• If you’re being interviewed, look your host in the eye. Don’t shift your eyes when answering. Always speak to the host not the camera.

• Tactfully correct inaccurate facts or misconceptions stated by the reporter.

• Don’t argue or appear hostile.

• Use short, concise answers.

• Think before you speak.

• Flag important points. You can say, "The critical issue here is..."

• Anticipate likely questions and review possible responses. Rehearse.

• Give the same answer to repeated questions. Don’t get caught giving inconsistent answers. Besides, repetition helps make your point.

Guidelines for Visiting Editor

• Find out the process for editorial development at your paper(s). Some papers have boards that review material, others assign editorial writers. Contact the editor's office to request a meeting. Arrange the visit in advance. Don’t visit or call at deadline time. Mornings are usually the best time to contact editors.

• Keep your visits short. Max 30 – 40 minutes. Present your case concisely and keep your visit professional.

• Present the local angle. "There’s an active local Pax Christi USA group working on nonviolent responses to the events of September 11. This is how we feel impacted here by the way our government has responded so far..."

• Give them fact sheets, relevant background material and copies of other papers' editorials or columnists with whom you agree on the subject. Provide good contacts for more information.

• Conclude your visit graciously. Thank them and offer to provide any additional information needed.